Senior marketers' insights into the challenges of social media implementation in large organisations: Assessing generic and electronic orientation models as potential solutions

Michael J Valos, Michael Jay Polonsky, Felix Tinoziva Mavondo, John E Lipscomb

Research output: Contribution to journalArticleResearchpeer-review

Abstract

The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.
Original languageEnglish
Pages (from-to)713 - 746
Number of pages34
JournalJournal of Marketing Management
Volume31
Issue number7-8
DOIs
Publication statusPublished - 2015

Cite this

@article{810c1196d2d343d2838556d0af0998fe,
title = "Senior marketers' insights into the challenges of social media implementation in large organisations: Assessing generic and electronic orientation models as potential solutions",
abstract = "The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.",
author = "Valos, {Michael J} and Polonsky, {Michael Jay} and Mavondo, {Felix Tinoziva} and Lipscomb, {John E}",
year = "2015",
doi = "10.1080/0267257X.2014.977931",
language = "English",
volume = "31",
pages = "713 -- 746",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor & Francis",
number = "7-8",

}

Senior marketers' insights into the challenges of social media implementation in large organisations: Assessing generic and electronic orientation models as potential solutions. / Valos, Michael J; Polonsky, Michael Jay; Mavondo, Felix Tinoziva; Lipscomb, John E.

In: Journal of Marketing Management, Vol. 31, No. 7-8, 2015, p. 713 - 746.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Senior marketers' insights into the challenges of social media implementation in large organisations: Assessing generic and electronic orientation models as potential solutions

AU - Valos, Michael J

AU - Polonsky, Michael Jay

AU - Mavondo, Felix Tinoziva

AU - Lipscomb, John E

PY - 2015

Y1 - 2015

N2 - The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.

AB - The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.

U2 - 10.1080/0267257X.2014.977931

DO - 10.1080/0267257X.2014.977931

M3 - Article

VL - 31

SP - 713

EP - 746

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 7-8

ER -